The Theodora Foundation unveils its new advert.

The Theodora Foundation is proud to present its new advertisement, a piece full of emotion and meaning that embodies the Foundation’s essential mission: to bring much more than laughter to children in hospital. This spot aims to strengthen the Foundation’s visibility and remind the public how vital moments of escape and comfort are within healthcare. In 2024, the Theodora Foundation positions itself as an essential pillar in supporting young patients, as reflected in the ad.

A Journey into the World of Children and Unforgettable Memories

The ad, directed by Geneva-based filmmaker Elias Amari and produced in collaboration with Pierre-Alain Brandt of Brandt Creative Consulting, features three of the Theodora Foundation’s Giggle Doctors: Méli Mélo, Pirouette, and Pilouface. These professional artists, carefully trained, transport children in hospital into a world filled with laughter and games, helping them momentarily forget their daily routine in the hospital and reclaim their childhood. The spot, designed as a series of memories, highlights the lasting impact of the Giggle Doctors’ visits—an experience that often leaves a lifetime impression on children. The Theodora Foundation is also touched to discover that, as adults, many still emotionally remember the moments spent with these unique artists.

Director Elias Amari explains the thinking and design process behind the spot:

As an artist, I know the extent to which art can be a powerful vehicle for change, emotion and well-being. Through this project, I wanted to highlight the committed work of the Giggle Doctors, who bring joy and comfort to children in hospital every day with talent and professionalism. 

Pierre-Alain Brandt points out:

The challenge was to summarise in 30 seconds both the richness of the Giggle Doctors’ work and the impact they have on children and their families. The aim of the campaign is to clarify the new slogan ‘Much more than laughter’, by highlighting the essential importance of the Foundation in the healthcare sector, both now and in the future.

A Musical and Visual Tribute

Filmed at the La Source School of Health, a long-time partner in training of the Giggle Doctors, the spot highlights the work of these professional artists dedicated to children in hospital. Their mission goes beyond mere distraction; they provide strong emotional support that can transform how children experience their time in the hospital. The music in the spot, an original creation, reflects the story of the Theodora Foundation. The piano notes, inspired by Théodora Poulie—a pianist herself—resonate in this piece, in memory of the woman for whom her sons, Jan and André Poulie, founded the foundation in 1993.

Alongside the subtly melancholic melody, the modern cinematography and quick “fast-cut” editing are designed to capture attention. The dynamic succession of scenes holds the viewers’ gaze, revealing new details with each viewing, giving us the feeling of being close to these magical and precious interactions.

The 30-second spot will be broadcast starting November 25, 2024, in Arena, blue, and Pathé cinemas across Switzerland, as well as on television and the Foundation’s digital channels. In addition to raising public awareness that the Theodora Foundation provides “much more than laughter” to young patients, the spot aims to encourage support for the Foundation, whose over 100,000 annual visits to children are entirely funded by donations and partners.

An Essential Support to Sustain the Magic

The Theodora Foundation wishes to express its immense gratitude to its partners, whose unwavering support helps cover the majority of administrative and communication costs, including the creation of this spot. Their generosity, along with that of the donors, enables the Foundation to continue providing magical moments to children and their families, helping them through challenging times.